On her first modelling assignment, supermodel Cindy Crawford was 16 years old. Miranda Kerr got her start aged 13, while Gemma Ward was scouted at 14.
Architect and accountant Penelope Seidler is quite possibly the latest of bloomers, waiting until turning 85 for her professional debut in front of the camera.
Architect Penelope Seidler, 85, adds professional model to her resume, appearing in campaigns for Camilla & Marc.
Seidler stars in the latest campaign from Australian fashion brand Camilla and Marc, staring imperiously from beneath her silver hair, with a steely confidence that comes from the type of life experience that Crawford is still 27 years away from achieving.
“I have modelled a couple of times before, but this is different,” says Seidler, director of architecture practice Harry Seidler & Associates. “This time I was paid. I wouldn’t have done it if I hadn’t been paid.”
The campaign is not a gimmick but part of the growing trend of older models appearing in advertisements from luxury brands. Last year, Downton Abbey’s Maggie Smith, 89, grabbed headlines posing for super brand Loewe, while enduring top model Lauren Hutton, 80, and Diana Ross, 79, both appear in current campaigns for Saint Laurent.
New York Fashion Week’s mature approach: Kristen McMenamy, 59, in Thom Browne; Anh Duong, 63, in Helmut Lang; Rachel Waller in Batsheva, 65.Credit: Getty
This month at New York Fashion Week nineties supermodel Kristen McMenamy, 59, stole focus at Thom Browne’s show while artist and former model Anh Duong, 63, returned to the runway for Helmut Lang.
Designer Batsheva Hay left women younger than 45 out of her runway show, with a cast including Brisbane model Rachel Waller, 65.
“It’s safe to say that this is not a trend,” says Kathy Ward, director of Scoop Agency, which represents Waller in Sydney – she has now been signed to a New York agency and also appeared in the Collina Strada runway show.
“When we started Scoop in 2006 there were no older models on our books. Now we represent 14, with models in their forties and up to their seventies.”
Many of the models have returned to work after starting families or finishing other careers to meet the demand for age diversity from advertisers.
“Let’s face it: it’s older women and empty nesters who can afford luxury fashion, and they’re more likely to buy it when they see it on someone that looks like them,” Ward says.
In economically challenging times, silver hair is gold for fashion brands.
“If you look at our customers, there are women who are grandmothers, as well as many mums and daughters,” says Camilla Freeman-Topper, creative director of Camilla and Marc.
Having already worked with actor Rachel Ward, 66, and US supermodel Paulina Porizkova, 58, on campaigns, Freeman-Toppers sees broad age representation as an important part of the brand she founded 20 years ago with her brother Marc Freeman.
Diana Ross, 79, for Saint Laurent; Maggie Smith, 89, for Loewe; Lauren Hutton, 80, for Saint Laurent.
“For me, it’s about finding whoever represents the essence of the collection and, in some cases, that is a model who demonstrates the beauty of ageing,” she says. “It’s no longer about an outdated and antiquated conventional and manufactured idea of beauty.”
“Looking at these photographs you see a woman who is still working and connected to her environment and the clothes. She is the modern woman.”
“We were worried that she would say no when we approached her because she was the only woman who made sense for this collection.”
Fortunately, Seidler is a fan of Camila and Marc’s latest restrained collection of trim coats, tweeds and draped designs with unconventional twists inspired by staircases.
“I wouldn’t have done it if I didn’t like the clothes,” Seidler says. “I approve of their clothes and their accessories.”
Despite the dilemma of having to wear winter coats on a hot summer day, Seidler enjoyed her time in front of the camera.
“There was an awful lot of people there. Along with the photographers, there’s a hair person, a body person – and about 10 people – with me, the centre of attention. I just tried to be courteous, lean against walls and wave to friends as they walked by.”
“It was tiring but it was exciting. It was fashion.”
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